To everyone's knowledge, CCTV's most important advertising slot seemed to be the five minutes before the broadcast of 'News Simulcast', as well as the title sponsorship during the countdown to the broadcast of 'News Simulcast'.
This seemed to be the legendary 'King of Bids' advertisement.
In fact, before 1995, even Central TV thought the same way. That was until Director Tan and a company called Kong Fuyan appeared, which caused all the advertising people to have a complete change in their thinking.
In 1994, CCTV held an advertising auction under Director Tan's suggestion. CCTV took out all the more important advertising resources and invited well-known companies from all over the country to participate. They held a large-scale auction and sold all of CCTV's important advertising resources in a fair auction.
And the most expensive advertising resource was called CCTV's King of Bids.
At that time, CCTV had just obtained permission to turn the 'News Simulcast' into an advertising resource, but it seemed difficult to sell just the 'News Simulcast' advertisement. Therefore, Director Tan decided to sell the 'News Simulcast' advertisement, the 'News Simulcast' advertisement, and a 30-second advertisement in between the 'News Simulcast' and the weather forecast.
However, because of a typist's typing error, the original 30-second advertisement was sold as a two-minute advertisement.
By the time this problem was discovered, it had already been projected by the computer and could not be changed.
Because of the extremely long two-minute commercial, this commercial package naturally became Central TV's number one bid at that time. A company called Confucius Banquet Wine bought this package for 31 million.
[PS: I'm very sorry. When I was writing this paragraph, I found a very detailed advertisement price for CCTV for the first time. I found that the advertisement price for CCTV in the previous article was much higher. Therefore, I'll make it clear here that everything will be based on the advertisement price after this chapter.
In addition, the King of Bids is not set at a fixed time, but it will include a 30-minute advertisement at that time. There will also be CCTV's 7 o 'clock announcement. I've made some changes here. After all, it's a different world, so it's normal to have some abnormalities.]
As for Confucius Banquet Wine who bought the entire King of Bids package for 31 million.
Confucius Banquet Wine was originally a Li Gui brand in Shandong. Because Shandong's most famous wine was Confucius Banquet Wine, this small winery was named Confucius Banquet Wine.
It had the charm and flavor of Cantonese.
However, such a Li Gui brand, after winning CCTV's King Package, actually sold 950 million in 1995, shocking all the wineries in the country.
At that time, there was a saying that if you drove a Santana into CCTV in the first year, you would drive a luxury Audi in the second year.
From then on, CCTV's bid king was sought after by countless companies.
During the bidding in 1996, Qin Chi Wine bought Central TV's bid at a price of 67 million yuan.
In 1997, it was the same Qin Chi Wine. But this time, he used 320 million RMB to beat Le Baishi, Aido VCD, Chunlan Air Conditioner, and CCTV. He shocked the whole country and was in the limelight.
However, as the saying goes, the limelight is unparalleled and attracts hatred. As Qin Chi Wine's production was not enough, it could not meet the market's demand. Therefore, they specially imported a large amount of bulk white wine from Sichuan. Then, they blended it with some of Qin Chi's original wine and pasted a Qin Chi Wine brand on it to become Qin Chi Wine.
In fact, it was not a big deal for Qin Chi Wine to do this. After all, all the wineries at that time did this, even Maotai and Wuliangye were no exception. However, once this kind of thing was exposed by the media, it would be over.
Qin Chi Wine ended up in a sorry state. Then, it was bought by someone and finally disappeared.
But no matter what, CCTV's King Package was naturally very effective.
Later, someone concluded that the advertisements between the news broadcast and the weather forecast could become the King Advertisement because almost no one would skip these two minutes of advertisements.
In the 90s, Hua Xia did not have computers, Internet, or smartphones. Everyone's entertainment after work was only watching TV.
At 7 pm, because all the satellite channels in the country had to broadcast the news broadcast, and there were not many local channels at that time, the only TV program that the people in the country could choose was the news broadcast.
As for the weather forecast, it was even more important because until the advent of smartphones, the only way for people in Hua Xia to pay attention to the weather forecast was to watch CCTV's weather forecast program.
Later, someone summarized the viewership ratings of various CCTV programs. The highest was not the news broadcast or the focus interview, but the weather forecast.
Because this was the most functional program, you could not watch other programs because they were not good, but there was only one weather forecast program in the country, you had no other choice but to watch the weather forecast.
In this way, in the two minutes between the news broadcast and the weather forecast, most of the audience would not jump off the platform because they had to jump back after two minutes. Therefore, the audience at this time would usually stretch their bodies and say a few words to the people around them to pass the two minutes.
As a result, these two minutes became the most efficient two minutes of advertising in the 90's and the entire 10's. There was no other time slot in Huaxia that could replace these two minutes. Naturally, the effect it produced was self-evident.
In the future, everyone knew how valuable CCTV's bid was, but now, there were definitely not many people who knew. So when Boss Jia proposed to buy these two minutes of advertising, Director Tan did not hesitate too much and directly agreed.
"But I can't give it to you immediately. In these two minutes, the earliest to expire is a 15-minute advertisement on August 1st. After that, the other seven advertisements will expire one after another. The latest is before January 1994. I can give you all the advertisements in these time slots!" Director Tan said.
"Okay!" Jia Yapeng nodded. "Then, can I buy three years of advertisements in one go?"
"No …" Director Tan looked deeply at Jia Yapeng, then said, "According to the rules, an advertisement contract can only last for a maximum of one year. But because I can only give you a full advertisement time before January 1994. So, we can finally sign the contract until December 31st 1994! "
"Okay!" Jia Yapeng sighed. Indeed, it was not that easy to take advantage of others.
"I calculated. According to the price of 3000 yuan per 15 seconds, a year's cost is 10 million yuan. If you add in the scattered advertisements from August 1st, the total is 12 million yuan!" After Director Tan finished calculating, he could not help but let out a sigh of relief.
If Boss Jia signed this contract, that would be 12 million yuan of income. Director Tan could be considered to have won a battle and could stand firm in the advertising department.
Therefore, on August 1st 1993, Hua Xia people who had just finished watching the news broadcast and were habitually chatting in front of the TV suddenly heard a very popular advertisement slogan in the future. "A new movie every day, Daqian VCD."
You've already exceeded your reading limit for today. If you want to read more, please log in.
Login
Select text and click 'Report' to let us know about any bad translation.
